Mainly I like Fathom because it's so much simple and easier to understand, as well as being an ethical choice (they have a privacy-first approach).
The biggest problem with GA is that it tracks, stores and monetises personal information about your website visitors. That’s because Google’s business model involves free tools to mine information that feeds their core business – advertising. Fathom on the other hand, doesn’t store or use any personal data.
GA is also hard to use. Getting the information you need or finding anything is nearly impossible unles you’re an expert. Fathom have created a clean and simple interface, designed to let you find insights really easily.
The bad things you don’t get with Fathom:
NO need for website cookie warnings.
NO big, confusing reams of data.
NO complicated interface to learn.
NO data sent to big tech companies.
NO heavy code to slow your website.
NO investors to please (independent)
You also these these added benefits:
More control over what you collect (blocking / white-listing).
Track specific Events, not just visits.
Complies with privacy laws (GDPR, CCPA, ePrivacy, PECR).
Better data accuracy (filters out bots).
Used by these companies, who’ve chosent to protect your privacy:
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